Brands Strive for Emotional Connection, but Communicate at Rational/Functional Level

New York, NY - Despite many marketers'
belief that a brand's emotional benefits are important to consumers, nearly
two-thirds of brand messages focus on the brand's rational/functional elements.

The findings of an ANA
(Association of National Advertisers) survey revealed most brands are currently
more focused on their own rational/functional benefits versus the emotional benefits
(62 percent to 38 percent respectively). This comes despite marketers' belief
that brands should be more evenly balanced between rational/functional and
emotional benefits (48 percent to 52 percent respectively) and may signal a
move toward emotional ads in the balance of the year.

"The results are not surprising
when we consider how focused consumers have been on getting value for their
dollars," said Bob Liodice, President and CEO of the ANA. "For the average consumer, the
emotional benefits took a back seat to understanding how a brand would deliver
real value for themselves and their family during the recession. As we progress
in the recovery, we expect greater use of emotional benefits by aspiring brands
to drive long term health."

The survey also revealed that 82
percent of respondents said their brand's website was their number one touch
point for building emotional connections with consumers. Other highly ranked, service-oriented
touch points included their sales force (66 percent), CRM (64 percent) and call
centers/telemarketing (52 percent). Television advertising (55 percent)
was noted as well.

"While websites began as online
catalogs showcasing products or brand objectives, many have evolved into online
communities where consumers go to interact with a brand. Consumers see websites as the gateway
where they go when they want to begin a brand relationship," said Liodice.

When asked about what constitutes
an emotional connection to them, respondents answered:

The survey found that the top
metrics used to measure success in communicating the emotional benefits of a
brand are rather "traditional" metrics, including advertising tracking (75
percent), brand equity scores (75 percent) and copy testing (54 percent). Newer
metrics are used to measure the success of emotional benefit communications as
well, but are of lesser importance to brands. These include the number of fans on a social media site (36
percent) and the number of people who will provide their email address to a
brand (21 percent).

The Brand Management Survey was
conducted online by the ANA from February through April 2010. Findings will be discussed at the ANA Brand Innovation
Forum, taking place on Wednesday, May 19 at 583 Park Avenue. For more information on the event,
please visit www.ana.net/brand2010.

About
the ANAFounded in 1910, the ANA
(Association of National Advertisers) leads the marketing community by
providing its members with insights, collaboration, and advocacy. ANA's
membership includes 400 companies with 9,000 brands that collectively spend
over $250 billion in marketing communications and advertising. The ANA strives
to communicate marketing best practices, lead industry initiatives, influence
industry practices, manage industry affairs, and advance, promote, and protect
all advertisers and marketers.